In This Ultra-Competitive Family, There Can Only Be One Winner...

Mulberry Opts for Humor at Christmas in U.K. With This Excruciating Gifting Session

Published on Nov 10, 2014

Editor's Pick

Luxury brands don't often use humor to advertise their wares, but Mulberry does so to brilliant effect in this festive online campaign. The film, by agency-of-the-moment Adam & Eve/DDB, concerns an ultra-competitive family group and an excruciating gift-unwrapping session. A girl opens her presents one by one, with each more ridiculous and over-the-top than the next. A handpainted portrait, a puppy that waves, even a unicorn. But guess what Grandma's gift is? A pink Mulberry Bayswater bag -- which turns out to trump them all.

The campaign will also include press, digital, in-store window displays, social competitions and a website app featuring a Christmas gift finder.